Cerveza Salta Case study LONG LIFE TO RUGBY by Ogilvy & Mather Buenos Aires

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LONG LIFE TO RUGBY

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Industry Beers and Ciders
Media Case study
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Maximiliano Maddalena, Ignacio Ferioli
Creative Director Juan Pablo Carrizo, Patricio Garcia Elfi
Art Director Daniel Corrêa
Copywriter Lucas Antunes
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Alcoholic Drinks Bronze

Credits & Description

Type of entry: Product & Service
Category: Alcoholic Drinks
Advertiser: COMPAÑÍA INDUSTRIAL CERVECERA
Product/Service: CERVEZA SALTA
Agency: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Executive General Director: Javier Mentasti (Ogilvy & Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Creative Director: Juan Pablo Carrizo (Ogilvy & Mather Argentina)
Creative Director: Patricio Elfi (Ogilvy & Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy & Mather Argentina)
Art Director: Daniel Correa (Ogilvy & Mather Argentina)
Copywriter: Lucas Antunes (Ogilvy & Mather Argentina)
Account Manager: Rodrigo Luque (Ogilvy & Mather Argentina)
Account Director: Marina Figoli (Ogilvy & Mather Argentina)
Account Executive: Celina Correa Luna (Ogilvy & Mather Argentina)
Agency Chief Of Production: Valeria Pinto (Parson)
Agency Producer: Alejandro Travaglini (Parson)
Describe the brief from the client
Everyone loves rugby in the Argentine province of Salta; it’s their biggest passion like nowhere else in the country. Salta Beer is the main sponsor of the Rugby Salta Union and is also the beer chosen by the toughest guys of the province.
We needed to launch an environmental awareness campaign that would get our sponsored sportsmen directly involved. But how were we going to convince these heartless men to be part of the project? We create rugby Spikes made of recycled beers. We used this essential sport element to inspire environmental awareness in these nice guys.

Promotion Development

We create rugby Spikes made of recycled beers can. A special activation using this essential sport element to raise the environmental awareness of the rugby players and convince them to protect the environment. We developed a new recycling program for the cans of Salta beer drank in third halves and pubs; and we created the Salta Rugby Spikes.


Results

• With this campaign, we achieved raising the environmental awareness of the rugby players and made them join our project.
• We recycled over 2.143 beer cans in one month, 200% more than previous month, and produced 1.224 recycled spikes.
• 102 Rugby players using Recycled Salta Spikes.
• We achieved the free co-branding of the biggest sport brands: Nike, Adidas y Asics.
• Now Salta Beer is in every local rugby club, without having signed a single contract.


Relevancy to Product/Service

To engaged the rugby players in our project, we needed an approach to convince them to join of our environmental project. So, we created a line of recycled spikes to show the sponsored sportsmen that we can help the planet which at the same time help the rugby. The perfect excuse to protect the environment and bring Salta into the field with the rugby players to play rugby.